Printing: Full Color Brochures

Brochures have slipped in stature over the last decade with the increase in web sites. Web sites have become the new brochure. However, brochures still have a place in our field, especially if you are doing face-to-face encounters with prospects, or as a good-looking leave behind when making a presentation to a commercial account. Although there are several different sizes depending on what you're trying to do, the ideal size is one that easily fits inside a #10 envelope.

The company brochure goes into more detail about your business and the services you provide. It tells the prospect that you are serious and that you just didn't decide on a whim to start selling fertilizer out of the back of your pickup. The brochure should tell a story about your business and how the prospect can benefit. The brochure should not be an inventory of equipment and services that you have under your control. Most prospects don't care about whether you have a riding mower or a pull-behind, whether you can cover 200 acres an hour or 1 acre a week. They want to know what you can do for them and how they will benefit.

Besides covering the basics and including phone numbers, addresses, and web site info, a brochure should also cover each of the main services you provide. The most important point is to not just focus on what you provide, but how the customer benefits when you do provide them.

Brochure Size

Brochure size is a bit difficult to quantify. It reminds me of an old adage about women's dresses: they should be long enough to cover the subject, but short enough to make it interesting. The more services you offer, the larger the brochure may need to be, without becoming too boring. Just because you provide a hundred different services, doesn't mean that you need to describe each one. Keep it short and to the point, focusing on the major services that most prospects might benefit from you providing. Keep the jargon to a minimum, and the wording on a level that fits your audience.

Printing specs

Brochures are printed in high-quality 4-color process. Price includes full color on both and a gloss coating. Gloss coating will require a special marker if you intend to easily write on the brochure. If you prefer, brochures can have a matte coating instead of the gloss. All of the brochures are printed on quality recycled paper that can be either 80# pound cover stock, or 100# text.

Brochure Folding

The following guide helps to explain the different folds used in the printing industry and the common terminology used. The purpose of these illustrations is to help you visualize how brochures can be folded with today's modern bindery equipment.

A single fold brochure is made by folding the printed page in half. After folding, the brochure consists of 4 panels, 2 on each side.

Panel Single FoldSingle Fold Flat Single FoldSingle Folded


Tri-fold brochures are made by folding a single page into 1/3s. After folding, it consists of 6 panels, 3 on each side. One of the panels is a little narrower than the other 2 to accomodate the folding. When printed on an 8.5 x 11 sheet of paper, this folded brochure will fit a #10 envelope.

Tri Fold PanelsTri Fold Flat

Tri FoldTri Folded


Double parallel folded brochures are made by folding a page in 1/2, then folding that section in 1/2 again, in the same direction. After folding it consists of 4 panels on each side. Two of the panels need to be slightly narrower than the outer panels so that they will fit inside the first 2 folded panels with the final fold.

Double Parallel Flat

Double Parallel Folded


Gate fold brochures are made by folding the ends of a page inward so that they meet in the middle and then folding the folded page again in the same direction. After folding it consists of 8 panels, 4 on each side. Panels on the end are slightly smaller than the outer panels so they will fit inside the others when folded.

Gate Fold Flat

Gate Folded


Accordion folds are made by folding a page in equal parts in front of and behind itself. After folding, the brochure has 6 panels-- 3 front and 3 on the back.

Accordion Fold Flat

Accordion Folded


French folded brochures are folded in 1/2 , then folding the folded page in 1/2 again in the opposite dimension. Once folded it consists of 8 panels, 4 on each side.

French Fold Flat


French Folded